Authenticity in Branding

Once upon a time in the 20th century, mass marketing reigned supreme. We threw a lot of mud at the wall, hoping some would stick—what we called “market share.”?

Today, mass marketing is no longer effective for launching, maintaining, or saving a brand. While the audience is larger than ever and eager for trustworthy products, capturing and sustaining their attention is increasingly challenging.?

Companies struggle to convey their messages because jaded consumers now prioritize recommendations from friends over traditional advertising. As a result, many brands remain invisible.?

In the past, product tweaks meant adding a few features. Now, we let customers choose what they want. Just look at the Mini Cooper philosophy, which invites customers to “Build Your Own.” The principle of W.I.I.F.M. (What’s In It For Me?) is very much alive.?

Communication has also shifted from “monologue” to “dialogue.” Branding is now a two-way conversation where the customer holds the power and can tune you out in an instant.?

Old marketing strategies have been disrupted by the fragmentation of media and the rise of new platforms. Consumers have instant access to vast information, which they can share with a click. Brands now live or die based on what information customers choose to spread.?

In this new landscape, organizations that underestimate the power of word-of-mouth do so at their own risk. Ideas, including brands, can ripple through the internet at lightning speed. A few disgruntled customers can redefine your brand overnight, while a handful of satisfied customers can rally a new legion of advocates without your intervention.?

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By Howard A Lim at HOWCreative.com?

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